BACK TO SCHOOL AND WORK

BRIEF

To raise awareness of the flexible working opportunities within direct selling and Oriflame.

APPROACH

We conducted a radio campaign on behalf of Oriflame to generate positive awareness of the brand to mums. A survey was set up and distributed among Oriflame’s Consultants in the UK with questions on the barriers for them returning to work, what was important for them in picking what role to return to after having a child and why working was vital for them.

The radio campaign placed the brand within a strong editorial story on radio stations across the UK with the aim of promoting direct selling as a career choice for an audience which the company wanted to recruit. Listeners were introduced to the Oriflame brand as one which provides flexible working opportunities for those looking for a new career direction after becoming a mum.

Regional Manager Wendy Rogers was briefed in advance by faith PR’s team and then conducted live and pre-recorded broadcast interviews with 12 BBC and commercial radio networks across the country during a morning session in a studio in London.

RESULTS

Among the radio stations who covered the survey results were BBC Guernsey, Real Radio Yorkshire and Radio Cardiff, while Sky News Radio, the nationwide content syndication service for 300 commercial radio stations with a reach of nearly 34 million listeners, also conducted and distributed an interview.

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